Global Brand Simplicity Index 2013 Ebook Spreads FINAL

Global Brand Simplicity Index 2013
Demonstrating the impact of simplicity on revenue, loyalty and innovation
Table of Contents 4 Highlights 14 About the Index
Industry Symbols
Appliances Automotive Banks/Retail Electronics Fitness General insurance Health insurance
What makes a brand simple? Remarkably clear and unexpectedly fresh experiences
16 Global
18 19 20 22 24 25 Industry ranking Simplicity Index Top 10 brands Bottom 10 brands Industry comparison Simplicity premium
26 32
United States United Kingdom
Internet/Search Internet/Retail Media Restaurants Retail/Fashion
38 Germany 44 Middle East
50 India 56 China 62 Conclusion

62 64 66 68 Research methodology Simple necessities About Siegel+Gale Contact us
Retail/General Retail/Grocery Retail/Health and beauty Shipping/Mail Social media Telecom/Cable Telecom/Cell phone Travel/Air Travel/Booking Travel/Car rental Travel/Hotels Travel/Train Utilities
In a world crowded with complexity, simplicity stands out. It brings clarity instead of confusion, decision instead of doubt. And the rewards are real. Simplicity inspires deeper trust and greater loyalty in customers, and clears the way to innovation for employees. So unlock the power of simplicity. Take it to heart, see the opportunities and realize your organizations true potential.
For more insights on how simplicity drives business results, visit siegelgale.com/SimplicityPays2013
Simplicity Index Highlights
Highlights
Simple brands top major market indexes

Investing in a stock portfolio based on simplicity continues to beat the major indexes. A portfolio made from the publicly traded top 10 global simplest brands outperforms the major indexes.
Percentage of growth of index/portfolio since the beginning of 2009
200%
+167% Simplicity Portfolio 150%
+83% SAP 100% +72% DOW +69% DAX
+45% FTSE
50%
0%
-50%
2009
2010
2011
2012
2013 through Aug 2nd
Simplicity Index
Highlights
Simplicity by the numbers

For simpler experiences, people are willing to pay:
% 18.5 more
$50
16.8 %
In the US, UK and Germany alone, brands that offer increased simplicity stand to capture a share of $50 billion
billion
18.1 %
17.6%
17.3%
100 %
How much our Simplicity Portfolio has beaten the average global stock index since 2009
75 %
Number of consumers more likely to recommend a brand because it provides simpler experiences and communications
Brands stand to gain more revenue through increased simplicity
Highlights
Vibrating forks that make you lose weight
$
Transactions via social media
Innovations that fail the simple test
Google Glass
A credit-card sized portable phone charger
Innovation that contributes most to a simple life
Making innovation simpler

In our 2012 study, respondents told us thatwith the notable exception of asking for a raisenothing was more complicated in the workplace than promoting innovation. So this year, we wanted to dig a little deeper and see if we could find ways to facilitate innovation, to make it simpler. But first we needed to answer two questions: W hats different about workplaces where people find promoting innovation simplest compared to the ones where people find it most complex? The answer to both questions is surprisingly simple: it all comes down to purpose. Companies with employees who both understand and are committed to their organizations purpose find innovation simple. Innovations with the most obvious utilitarian purpose are the ones consumers say contribute most to making their lives simpler. W hat kind of innovations do consumers feel make their lives the most simple?
Highlights
10
Achieving innovation in the workplace
Top attributes that most consistently describe companies where its simplest to innovate
Innovation the simple difference

% of respondents surveyed answering yes to:
Attributes with the biggest gaps between companies where it is simple to innovate and where it is complex
Simple companies Complex companies % difference
I have a good understanding of my companys purpose
Im committed to my companys purpose
Management has an open door policy It is easy to find the information that I need and share it with others at my workplace
59.9% 12.1%
47.8%
60.7% 14.0%
46.7%
My immediate superior enables me to speak my mind
My workplace has an open floor plan
I have a good friend at work
People at my workplace are rewarded for coming up with new ideas My immediate superior enables me to speak my mind
51.2% 6.0%
45.2%
65.2% 23.3%
41.9%
It is easy to find the information that I need and share it with others at my workplace
Management has an open door policy
People at my company get ahead based on how well they do, not office politics My workplace is quick to adopt the latest technology My supervisor ensures I have learning opportunities
52.5% 10.6%
41.9%
52.3% 11.1%
41.2%
55.0% 13.9%
0%
41.1%
100%
Simplicity Index
Highlights
12
Movers and shakers

Apple loses its shine as Samsung claims a simple victory
Samsung overtakes Apple on the Global Simplicity Index as the Galaxy and the iPhone battle for smartphone supremacy.
The simple and complex sides of low cost

ALDI, 2013s simplest global brand, is no-frills but trusted by consumers to always deliver the best value and the right amount of product choice. Ryanair, 2013s least simple global brand, is no-frills but seen as intentionally deceitful in its promises and pricing.
Bing closes in on simplicity perennial Google

Bing jumps 42 spots to land just shy of this years top 25 global brands.
Simplicity Index About the Index
About the Index
14
Our fourth year examining the
state of simplicity around the world

To determine the global state of simplicity, we asked
A Brand Simplicity Score

A score (from roughly 0 to 1,000) that rates each brand on its perceived simplicity
Brands were evaluated based on a question related to the simplicity/complexity of products, services, interactions and communications in relation to industry peers. The score takes into consideration the consistency of responses, the difference between user and non-user perceptions and the Simplicity Score for the brands industry.
10,000+
consumers
to evaluate perceived points of simplicityor complexity in their interactions with various brands and industries. Once the results were in, we used the data to generate two scores to measure simplicity.
in countries
An Industry Simplicity Score

A score (from roughly 0 to 1,000) that rates each industry on its perceived simplicity
Industries were evaluated on their contribution to making life simpler/more complex, the pain of interactions with companies within the industry and how the industrys communications rank in terms of ease of understanding, transparency/honesty, concern for customers, innovation/freshness and usefulness.
Global
Global Industry ranking

Simplicity Index Global
INDUSTRY SCORE
Global Simplicity Index

RANK CHG.* BRAND SCORE RANK CHG.* BRAND SCORE RANK CHG.* BRAND SCORE
1. 2. 3. 4. 5. 6. 7. 8. 9.
Internet search Electronics Restaurants Internet retail Appliances Retail/Grocery Media Retail/General Travel/Hotels
950 736 734 723 719 711 663 657 625 602 595 574 565 565 564 530 529 524 517 501 484 473 445 329 258
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.
9 10
ALDI Amazon Google McDonald's KFC Carrefour C&A Samsung IKEA Pizza Hut Burger King Nokia YouTube Walmart SUBWAY LG Starbucks Yahoo! Apple Canon Lenovo Sony HTC Philips H&M Bing Nike Panasonic eBay Toyota Skype Bosch Adidas Hilton Marks & Spencer MSN Best Western Volkswagen Dell Nissan HP Sephora
883 874 868 840 785 784 780 779 777 768 752 751 744 738 737 725 723 719 716 709 705 705 692 690 689 685 685 684 680 679 677 677 676 672 672 671 668 666 665 663 658 653
43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84.
2 -31
Reebok Honda Expedia ZARA Holiday Inn BMW Mercedes-Benz Gap Microsoft Marriott Lufthansa Debenhams Topshop Groupon Ramada Vodafone Facebook iTunes Ford Puma Motorola Haier Siemens Twitter Enterprise Bupa Boots Europcar ING DHL Virgin Mobile GE FedEx UPS BlackBerry Sky Audi O2 Budget easyJet Google+ LinkedIn
643 636 636 632 632 629 627 626 625 623 616 615 608 608 605 594 591 590 588 587 586 580 579 566 566 565 561 559 558 552 548 543 543 539 537 532 529 520 517 513 499 498
85. 86. 87. 88. 89. 90. 91. 92.
-37 6
HSBC E.ON Avis Citibank Hertz Allianz AXA
490 487 480 456 447 324 277 265
-2 -2 15
-9 -6 -1
-10 -49 -7
18
3 -3 6
-17 2 -3
3 0 2
Ryanair
-6 -4 13
10 1 20
10. Retail/Fashion 11. Travel/Booking 12. Travel/Air 13. Telecomm/Cell phone 14. Shipping/Mail 15. Retail/Health and beauty 16. Social media 17. Automotive 18. Fitness 19. Banks/Retail 20. Travel/Train 21. Telecom/Cable 22. Utilities 23. Travel/Car rental 24. Health insurance 25. General insurance
*Change from previous year; N/A: Not applicable
-5 13 24 -4 2 0 -10 -14 22 -5 -1 -8 1 2 42 6 21 8 -8 -1 33 -4
-4 0 30 27 9 13 4 -2 -34 -7 -2 -21 4 14 20 -11 20 9 -18 -7 0 0 -16 -34 1
1 17 -2
32 -15 2
-16 5 -10
17 -9 -23
7 4 -6
42.
Global Top 10 brands

Simplicity Index Global 20
Amazon earns the #2 ranking on the Simplicity Index, thanks in large part to an up-front customer-first commitmentlike its easy-to-use, click-through purchase process. And with every part of Amazon driven by data that tracks customer experience successes and failures, its no surprise the online retail giant keeps landing in the Top 10.
3
Google slips from #1 last year to #3 this year. Despite losing its grip on the top spot, however, Google is still a synonym for simplicity, with a friendly and intuitive user interface. And Google continues to make mobile life easier with its new app, Google Now, which gives users information that fits their needslike mobile airline boarding passes.
4
Not surprisingly, the iconic fast-food restaurant gets high marks for speed and convenience. But McDonalds also wins points for its accessible menu, transparent pricing and clear, concise messaging. And as concerns about obesity rise, McDonalds is moving forward with redesigned packaging to include QR codes linked to nutritional information.
As the #1 global brand, European-based discount supermarket retailer ALDI continues to enjoy extraordinary success. With more than 9,000 stores worldwide and a brand that focuses on the essentials, no matter what city, ALDI has made the most of its good-value-for-the-money reputation with both recession-strapped customers and shoppers just looking to spend less.
5
Despite a minor setback in China following a food safety scare in early 2013, KFC managed to make the Top 10 simplest global brands. Its straightforward lineup of food and pricing, paired with roadside ubiquity and a successful online coupon program, made KFC a favorite for many with an appetite for simplicity.
6
Youll find French retailer, Carrefour, securely in the Top 10 again this year. The hypermarket, say respondents, carries everything you need under one roof. And under new CEO George Plassat, store managers can now tailor inventory in individual stores to match local tastes. Thats been a huge factor for Carrefour and its rise in relevancy to customers.
7
International Dutch fashion retailer C&A slips but remains in the Top 10. With branches in 20 European countries, C&A is busy weaving RFID technology into its shopping experience so customers will always find the products they want on the shelves. Consumers describe C&A as a cost-effective brand you can rely on to make shopping uncomplicated.
8
Its agship product, the Android-operated Galaxy, has been stealing iPhone market share with its easy-to-use functionality and elegant design. Some respondents championed Samsungs newfound creativity, while others praised its positioning as a modern, yet accessible technology brand.
9
Offering easy-to-assemble products at low prices and easy-to-navigate stores, the Swedish company continues building a brand that makes home furnishing simple. Now IKEA is partnering with Marriott International, lending its expertise to help create a chain of hip, budget hotels.
10
Pizza Hut, the worlds largest pizza franchise, prides itself on accessibility and convenience. And with its memorable ads and made-to-order menus, it easily rises above the competition. Now, the brands website provides a completely fresh online experienceincluding the ability to place orders through Xbox.
Global Bottom 10 brands

Simplicity Index Global 22
83
Turns out Google+ is more of a negative than positivethe opposite of the elegant simplicity for which Google is known. Circles and Hangouts have brought clutter and confusion, and failed to lure users away from social network titan Facebook. A lack of customer focus is particularly evident on Google+ brand pages where SEO searches drive favorites rather than relevance.
84
Since its creation in 2003, LinkedIn has become a major player in social media, with 238 million users and rapidly increasing share values. Despite its financial success, LinkedIn continues to fare poorly in simplicity. Respondents cite confusing layouts and tricky privacy settings, with their biggest complaints reserved for excessive pestering and unwanted emails from LinkedIn.
85
HSBC has trimmed 38,000 employees and over 50 businesses in an effort to become a smaller, simpler bank. But theres clearly much to be done. Theres an impression that if you arent global, you arent wanted, says one respondent. Consumers cite HSBCs high minimum balance requirements and convoluted processes that delay simple transactions and betray advertised promises.
86
E.ON remains in the Bottom 10 this year, by energy tariffs that are described as confusing, inconsistent and opaque. The utilities company is a perennial simplicity loser because of distrust from consumers over complicated billing and lack of transparency. With respondents saying utilities are a nightmare and E.ON is too pushy and has misleading claims E.ONs simplicity future is not looking bright.
87
Avis drops into the Bottom 10 this year. The American car rental company, which for 50 years told consumers We Try Harder, rebranded in 2012, refreshing its logo and changing its slogan to Its Your Space. It appears, however, that the company will need to try something more, as respondents currently describe Avis as not memorable and outdated.
88
Scandalfrom class action lawsuits to lax money laundering controlshas certainly weighed Citibank down. Yet even as the bank restructures, complex contracts plague its retail banking division, and executive bonuses amid broad cutbacks cast doubt on its investment banking division. A scarcity of ATMs and storefronts, along with a puzzling web presence, arent helping much, either.
92
Irish budget airline Ryanair is notorious for its hidden fees and conditional tariff traps, which mostly explain why it has landed at the very bottom of the Global Brand Simplicity Index yet again. One respondent, referring to the countless add-ons that heavily inflate the advertised base price, described the customer experience as a minefield.
89
Hertz cant seem to get out of low gear or the Bottom 10. Despite the creation of a car-sharing program, the American car rental company loses points for hidden rules in their contracts. With locations in 145 countries around the world, Hertz still hopes to move forward following its acquisition of the Dollar Thrifty Automotive Group.
90
Once again, Allianz, a financial services and insurance brand, finds itself in the Bottom 10. Survey respondents point to confusing terms and conditions in Allianz contracts and a need for pricing transparency, characterizing the customer experience as complex and stressfula common complaint throughout the insurance industry.
91
Global insurance group AXA showed no signs of movement from the Bottom 10. Like many of its peers, AXA plans are not easy to understand with tons of terms and conditions, according to respondents. As a result, AXAs process is seen as convoluted and its customer experience complex.
Global Industry comparison

Simplicity Index Global
Perceptions often differ by region. Below is a country-by-country industry comparison against the global industry ranking.
Global Simplicity premium
Depending on the industry, up to 41% of people are willing to pay more for simpler experiences and interactions. The amount they are willing to pay varies by industry but is significant.
a score of 701 or more
700601
600501
500401
400 & less
SCORE
GLOBAL RANK
US
UK
GERMANY
MIDDLE EAST
INDIA
CHINA
24
Internet search (most simple global industry) Electronics Restaurants Internet retail Appliances Retail/Grocery Media (newspapers, TV, online, mobile) Retail/General (mega/department store) Travel/Hotels Retail/Fashion; clothes Travel/Booking Travel/Air Telecommunications/Cell phone service providers Shipping/Mail Retail/Health and beauty; drugstore Social media Automotive Fitness Banks/Retail Travel/Train Telecommunications/Cable providers Utilities Travel/Car rental Health insurance General insurance (most complex global industry)
950 736 734 723 719 711 663 657 625 602 595 574 565 565 564 530 529 524 517 501 484 473 445 329 258
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
1 5 2 3 6 4 11 7 8 13 14 20 18 9 10 19 17 16 12 21 23 15 22 25 24
1 10 3 2 8 4 12 7 5 13 6 9 18 15 11 19 16 17 21 14 22 23 20 24 25
1 6 7 3 2 4 5 8 10 11 14 13 15 12 9 20 16 22 24 21 17 19 18 23 25
1 2 4 18 3 6 5 8 9 13 12 10 7 21 17 11 16 14 22 20 19 15 24 23 25
1 2 11 7 5 8 3 6 20 12 16 17 4 21 22 13 19 18 9 15 10 14 23 25 24
1 3 10 2 4 5 9 6 11 7 12 15 13 8 21 14 17 18 16 20 19 23 22 24 25
For simpler experiences, people would pay:
5.4 % 4.85.3 % 4.4 %

more up to
and more
4.54.7
more
more
Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable
Social media Travel/Hotels Telecom/Cell phone Internet retail Travel/Booking Travel/Air Travel/Train Travel/Car rental
Appliances Automotive Retail/Health and beauty Internet search Health insurance Retail/General Restaurants
Retail/Grocery Electronics Retail/Fashion Fitness
United States
United States Industry ranking

INDUSTRY SCORE
United States Simplicity Index

1. 2. 3. 4. 5. Simplicity Index United States 6. 7. 8. 9.
Internet search Restaurants Internet retail Retail/Grocery Electronics Appliances Retail/General Travel/Hotels Shipping/Mail
950 844 804 784 711 704 630 621 615 585 580 579 570 565 555 541 522 471 457 433 432 415 341 301 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.
3 3
Amazon NetFlix McDonald's SUBWAY Zappos.com Dunkin' Donuts Publix Google Southwest Airlines Starbucks Pizza Hut Trader Joe's Burger King KFC Target IKEA Bing Kroger Groupon Yahoo! Apple Old Navy Walmart Whole Foods Market eBay FedEx Toyota Marriott Canon Albertsons Walgreens Maytag Holiday Inn Macy's USA Today YouTube H&M Whirlpool UPS iTunes Samsung Kmart
916 912 897 884 879 842 841 835 828 822 821 795 783 776 775 764 760 759 756 752 746 741 719 719 710 707 703 701 698 696 693 692 692 691 689 689 689 688 687 687 683 681
43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84.
-20 24
Victoria's Secret JetBlue Airways Safeway Sony Honda Ford MSN Comfort Inn CVS/pharmacy USPS Hilton Volkswagen KAYAK Sears Enterprise Pinterest Nike Orbitz Priceline.com Adidas Best Western Dell Expedia Reebok U.S. Bank Yelp Days Inn Instagram Ramada GEICO Gap Panasonic GE Progressive Sephora Chevrolet Motorola Twitter HP Rite Aid Pharmacy Skype Alamo
681 681 681 679 678 677 675 671 670 667 663 663 662 662 657 656 655 650 642 642 638 636 634 634 629 629 627 627 623 619 619 617 610 608 606 604 597 585 578 573 573 573
85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99.
2 -32
T-Mobile CNN Microsoft MSNBC Chase
571 565 562 557 552
5 -3 5
-11 28 -15
3 -9 12
-4 -1 -5
-8 17 14
-77 24 16
The Wall Street Journal 537 Amtrak Wells Fargo DHL Fox News Google+ Dodge Hertz Budget State Farm Allstate The New York Times Verizon US Airways Avis American Airlines Facebook Sprint DISH Network LinkedIn Citibank Nationwide DIRECTV Farmers AT&T United/Continental Delta Air Lines Haier Bank of America BlackBerry Aetna UnitedHealth Group HUMANA Comcast CIGNA Time Warner Cable 536 532 532 531 529 526 526 521 515 506 501 492 487 476 474 474 473 459 458 457 453 452 448 444 440 429 411 394 386 309 291 279 263 245 211
6 -1 1
4 44 14
-5 -9 8
28
10. Retail/Health and beauty 11. Media 12. Banks/Retail 13. Retail/Fashion 14. Travel/Booking 15. Utilities 16. Fitness 17. Automotive 18. Telecom/Cell phone 19. Social media 20. Travel/Air 21. Travel/Train 22. Travel/Car rental 23. Telecom/Cable 24. General insurance 25. Health insurance
8 14 11 -1 3 12 0 31 6 -14 8 8 17 38 21 -5 24 31 13 5 5 5
-37 -31 0 38 11 -15 31 28 -1 -18 13 -12 -18 9 -6 17 13 7 -51 -45 7 -4
-2 9 -49 -7
100. -16 101. -55 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 123. 124. 125. 2 14 -6 -3 12 7 -8 -4 -3 -18 1 -3 7 -3 -17 -6
8 -19 3
21 -42 -21
-9 -3 0 2 3 1 -2 -6
-26 27 -6 11 18 28
3 -7 -6 -24 -11 -4
42.
United States Simplicity premium
United States Value of simplicity
Industries that are perceived as simple still have money to gain by further simplifying their customer experience.
Simplicity Index United States
Money to be made
= ESTIMATED $ AMOUNTS, IN MILLIONS $5,000
30
Health insurance $4,670
Retail/Grocery $3,615
up to % more
33.5
more
Travel/Hotels Travel/Train Telecom/Cell phone Travel/Car rental Internet search Utilities Shipping/Mail Media Telecom/Cable
% more
3.64
and more
POTENTIAL MONEY TO BE MADE (IN MLLIONS)
4.1 %
Banks/Retail $2,985
Restaurants $3,039 Automotive $2,366 Utilities $2,360
Travel/Air $1,827
Internet retail $1,680 Telecom/Cell phone $1,645
Telecom/Cable $1,260 Electronics $1,197 Travel/Hotels $937 Retail/General $952 Retail/Health and beauty $675
General Insurance Banks/Retail Social Media Retail/Health and beauty
Automotive Travel/Air Health insurance Travel/Booking Retail/Grocery Internet retail Retail/General
Retail/Fashion $849
Retail/Fashion Electronics Appliances Restaurants Fitness

$0 0 COMPLEX 100
Media $619 General insurance $481 Travel/Train $349 Travel/Booking $330 Travel/Car rental $273 Fitness $147 Social media $24 200 300 400 500 INDUSTRY SIMPLICITY
Shipping/Mail $373 Internet search $166
Appliances $103
600
700
800
900
1000 SIMPLE
United Kingdom
United Kingdom Industry ranking

INDUSTRY SCORE
United Kingdom Simplicity Index

1. 2. 3. 4. 5. 6. Simplicity Index United Kingdom 7. 8. 9.
Internet search Internet retail Restaurants Retail/Grocery Travel/Hotels Travel/Booking Retail/General Appliances Travel/Air
950 869 855 776 747 720 691 688 674 663 602 602 593 523 516 514 480 462 458 456 447 407 311 277 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.
9 1
Amazon McDonald's First Direct Premier Inn ASDA ALDI Google KFC Virgin Atlantic Lastminute.com Waitrose IKEA Sainsbury's Travelodge John Lewis Boots LOVEFiLM Tesco Burger King Starbucks Marks & Spencer H&M Channel 4 Superdrug Holiday Inn Hilton Debenhams Apple Primark New Look YouTube The Sun British Airways Radisson Edwardian BBC Topshop Toyota
848 848 820 807 803 799 799 772 768 764 762 761 758 755 754 749 746 730 730 728 712 707 707 700 696 694 694 694 694 691 690 688 686 679 679 678 676
43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84.
-6 -2
Samsung BHS Panasonic Nokia iTunes eBay Canon Selfridges
668 662 660 658 656 654 650 649
85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101.
35 29
Barclays E.ON Virgin Media Reebok DHL NatWest HP The Financial Times Facebook easyJet Royal Mail Lloyds TSB Sky Hertz Twitter Churchill Microsoft Vodafone FedEx Google+ Aviva TalkTalk ING Bupa BlackBerry EE (Everything Everywhere) GE Enterprise The Royal Bank of Scotland BT LinkedIn ScottishPower AXA PPP Healthcare Prudential Santander SSE (Scottish and Southern Energy) British Gas Allianz NPower Ryanair
571 567 567 566 562 561 561 559 558 556 553 551 548 541 541 538 537 525 524 518 514 502 500 500 485 484 476 474 468 468 464 462 461 456 448 438 431 429 422 254
9 3 0 14 -6 11
12 -13 1 -10 16 6
10 -11 -11 5 -15 22
-7 18 2 5 -7 -3 -6 33 -13 23 -4 -6 -5 17 30 22 -17 -8 20 -7 -2 6 23 -2 -4 33 -10 15 -2 -16 13 -16 22 -19
-6 -20 -9 15 4 16 24 4 -19 -34 26 -7 -32 25 3 -5 19 -34 -9 -12 -7 50 -23 33 -2 14 21 -7 21 -1 -38 17 1 -9
The Co-operative Food 648 Mercedes-Benz Nissan The Times Adidas Bosch Groupon Philips BMW Gap HSBC MSN Yahoo! Dell Nike Bing Lufthansa Ford Virgin Money Vauxhall The Guardian EDF Energy Skype Europcar Renault Budget Avis Virgin Mobile Three UPS Peugeot 648 646 645 642 642 639 635 634 633 629 629 628 624 618 608 607 607 605 605 605 604 604 602 600 597 591 591 589 583 580
8 -14 11 -2 -27 -6 -6 -4 -16
10. Electronics 11. Retail/Health and beauty 12. Media 13. Retail/Fashion 14. Travel/Train 15. Shipping/Mail 16. Automotive 17. Fitness 18. Telecom/Cell phone 19. Social media 20. Travel/Car rental 21. Banks/Retail 22. Telecom/Cable 23. Utilities 24. Health insurance 25. General insurance
34
102. -19 103. 104. 105. 106. 107. 108. 109. 15 0 8 17 -4 4 -4
110. N/A 111. -29
112. -38 113. 114. 115. 116. 117. -2
-12 2 -6 7
118. N/A 119. 120. 121. 122. 123. 124. -3 -11 -13
The Cooperative Bank 675 ZARA Volkswagen Sony Expedia 672 671 669 668
Parcelforce Worldwide 578 Audi O2 576 574
-3 -2 1
42.
United Kingdom Simplicity premium
United Kingdom Value of simplicity

Simplicity Index United Kingdom
Money to be made
= ESTIMATED AMOUNTS, IN MILLIONS 1,000
General insurance 931
36
5.1 % 4.15
more up to
%
and more
Banks/Retail 716
Utilities 640
3.54 %
more
Automotive 548
3.5 %
more
Shipping/Mail Automotive Retail/General Travel/Car rental Retail/Grocery Restaurants Electronics Retail/Health and beauty
Restaurants 378
Health insurance 278
Fitness 272
Travel/Air 269 Retail/Fashion 247
Banks/Retail Utilities General insurance Social media Media Telecom/Cell phone Telecom/Cable
Travel/Train Health insurance Travel/Hotels Appliances Travel/Air Travel/Booking Internet retail
Travel/Hotels 140
Internet search Fitness Retail/Fashion
Shipping/Mail 82 Travel/Car rental 78 Travel/Train 60 Telecom/Cell phone 12 Telecom/Cable 8 Social media 0 0 COMPLEX 100 200 300 400 500
Retail/General 95 Media 73 Electronics 55
Retail/Grocery 75 Internet retail 68 Appliances 40 Internet search 3
Retail/Health and beauty 13 Travel/Booking 11
600
700
800
900
1000 SIMPLE
INDUSTRY SIMPLICITY
Germany
Germany Industry ranking

INDUSTRY SCORE
Germany Simplicity Index

1. 2. 3. 4. 5. 6. 7. 8. Simplicity Index Germany 9.
Internet search Appliances Internet retail Retail/Grocery Media Electronics Restaurants Retail/General Retail/Health and beauty
950 803 799 778 766 751 744 718 695 671 659 659 631 587 560 558 550 536 520 515 515 505 487 469 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41.
5 2
ALDI McDonald's Amazon Google BILD Lidl IKEA Penny Markt Miele Zalando Tchibo DM Edeka C&A Samsung Rossmann Nordsee Burger King Real H&M BMW KFC REWE Canon Bosch Volkswagen Best Western Yahoo! Mller Bing Kaufhof Holiday Inn KIK RTL eBay Spiegel Adidas Budnikowski Prosieben Marriott Toyota Media Markt
968 875 857 840 836 824 820 816 798 793 787 778 773 763 759 754 753 744 744 731 729 725 718 715 713 707 697 692 689 688 684 683 681 679 677 676 673 670 665 660 660 660
43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84.
13 -17
Skype OTTO SUBWAY Panasonic Saturn Nike LG Audi YouTube Philips Hilton ITS Travel Peek & Cloppenburg Sony Lufthansa Techniker Krankenkasse AEG Nokia Alltours Apple ING-DiBa Reebok
660 660 656 654 651 650 649 647 646 637 635 634 632 631 624 624 622 621 620 618 617 617
85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99.
4 7
Hertz Sky Europcar Ford Volksbanken Raiffeisenbanken Motorola Twitter iTunes Sparkasse E-Plus Deutsche Postbank easyJet UPS O2 BARMER GEK Google+ Vodafone RWE TARGOBANK Xing E.ON Deutsche Bank AOK Vattenfall Facebook Deutsche Bahn Commerzbank HypoVereinsbank FedEx ERGO R+V Versicherung AXA Wstenrot Ryanair Deutsche Telekom Generali HDI Allianz
517 517 516 513 511 499 495 495 488 481 473 471 468 467 458 451 449 433 413 409 408 393 383 377 367 346 338 328 328 318 314 288 278 276 269 254 249 220
-2 -2 -2
-12 -8 0 9 9 -7 -1 -13 -11
7 -1 1 -25 -14
1 6 7 10 2 5
-19 -9 10 3 9 -1
10. Travel/Hotels 11. Retail/Fashion 12. Shipping/Mail 13. Travel/Air 14. Travel/Booking 15. Telecom/Cell phone 16. Automotive 17. Telecom/Cable 18. Travel/Car rental 19. Utilities 20. Social media 21. Travel/Train 22. Fitness 23. Health insurance 24. Banks/Retail 25. General insurance
-4 10 3 33 -11 8 -4 -9 2 41 6 -5 5 16 37 43 4 -9 50 -7 46 -24 11 1 -15 -11 13 15 41 -6 -8
25 -9 -12 14 17 -10 1 30
40
1 -32
100. -12 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. 117. 118. 119. 120. 121. 122. 1 5 15
-51 13 -12
-1 4 2
-34 -26 -7
EP/Elektronik Partner 616 Puma Siemens HP Karstadt Deutsche Post/DHL Ramada DER TUI Hermes Thomas Cook Mercedes-Benz airberlin ZARA Opel MEDIMAX Dell Sixt Microsoft Avis 607 604 602 600 592 587 584 581 579 578 576 573 569 565 559 556 549 547 519
-7 8 -3
-4 -39 16
13 -14 5
30 20 -7
7 -3 9
-2 -20 7
-2 -22 -3 0 5 -11 0

8 -9 -26
-43 -7 -23
42
-1 -16
Germany Simplicity premium
Germany Value of simplicity

Simplicity Index Germany
Money to be made
= ESTIMATED AMOUNTS, IN MILLIONS 1,500
Utilities 1,472
42
General insurance 920
3.84.3 % 3.13.7 %
up to more more
4.4
Banks/Retail 919
and more
Automotive 681
Health insurance 517
3%
more
Restaurants 318
Banks/Retail Internet search Internet retail Utilities General insurance
Media Retail/Health and beauty Shipping/Mail Retail/General Telecom/Cable Health insurance Social media Telecom/Cell phone
Retail/Grocery Travel/Air Automotive Travel/Train Travel/Hotels Electronics Appliances
Retail/General 254 Telecom/Cable 204 Electronics 211 Retail/Fashion 131 Telecom/Cell phone 131 Shipping/Mail 100 Travel/Hotels 174 Travel/Air 130
Travel/Car rental Retail/Fashion Travel/Booking Restaurants Fitness
0 0 COMPLEX 100 200
Retail/Grocery 79 Travel/Train 70 Internet retail 62 Media 56 Travel/Car rental 50 Appliances 44 Retail/Health and beauty 48 Fitness 20 Travel/Booking 6 Internet search 2 Social media 0 400 500 INDUSTRY SIMPLICITY 600 700 800 900 1000 SIMPLE
300
Middle East
Middle East Industry ranking

INDUSTRY SCORE
Middle East Simplicity Index

1. 2. 3. 4. 5. 6. 7. 8. 9.
Internet search Electronics Appliances Restaurants Media Retail/Grocery Telecom/Cell phone Retail/General Travel/Hotels
950 800 750 687 655 603 584 561 555 551 548 515 507 500 461 453 451 429 416 405 403 395 384 340 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.
0 6
Google YouTube Samsung Carrefour Apple Al Baik Emirates Sony Toshiba Pizza Hut Gulf News HP LG Dell McDonald's KFC Yahoo! Dubai Metro Sharaf DG Arab News IKEA Toyota Zain Skype MSN Kudu Panda Facebook Al Jazeera Microsoft du Nissan Etisalat Nike Home Centre HTC Alinma Bank Adidas Mercedes-Benz dr. CAF Mobily Al Rajhi Bank
1026 914 901 846 843 834 824 804 789 779 772 770 766 762 761 758 753 752 737 735 721 720 718 712 708 707 704 704 702 688 684 680 674 671 670 670 667 661 657 652 651 649
43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61.
-3 -8
Asharq Al-Awsat Twitter SACO eXtra Lenovo Marks & Spencer Alriyadh Bupa Philips Etihad Airways Chilis Souq.com Herfy Reebok Four Seasons Hotel and Resorts The Body Shop Starbucks Gazzaz Saudi Post Bank Al-Bilad Rotana Holiday Inn BlackBerry H&M Choitram's BMW Aramex The National Fly Dubai nasair Spinney's ENOC GMC MANGO ADNOC Puma FedEx SABB Siemens Gulf Air Al Arabiya NEXT
645 645 644 640 638 632 632 631 630 626 626 622 621 617 617 609 609 607 607 604 602 600 594 591 586 583 582 580 579 579 576 572 571 569 569 568 565 560 554 551 551 545
85. 86. 87.
4 -20
DHL Topshop Debenhams Qatar Airways ZARA Tawuniya iTunes Sheraton Paris Gallery Saudi Airlines Dubai TV Saudi Railways Marriott Emirates NBD Al Tayyar STC Diesel Avis Daman Budget Hanco Abu Dhabi National Insurance Company (ADNIC) LinkedIn Citibank Jumeirah NCB Saudi TV
543 539 537 530 529 528 524 522 520 519 512 506 496 489 486 463 452 448 448 432 428 420 416 415 408 401 392
-1 10 12 17 17 3
1 6 41 49 32 64
-34
88. N/A 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. -15 6 -11 -36
1 12 -7
16 -24 18
-25 18 -68
10. Travel/Air Simplicity Index Middle East 11. Social media 12. Travel/Booking 13. Retail/Fashion 14. Fitness 15. Utilities 16. Automotive 17. Retail/Health and beauty 18. Internet retail 19. Telecom/Cable 20. Travel/Train 21. Shipping/Mail 22. Banks/Retail 23. Health insurance 24. Travel/Car rental 25. General insurance
17 7 -7 -12 9 -11 -2 -1 66 -6 17 40 -12 -6
19 -11 -24 60 7 -22 31 44
-61 1 -28 0
46
100. -45 101. -67 102. 103. 104. 105. 106. 107. 5 18 5 13 -3 -7
62. N/A 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. -30 -13 -60 27 -10 -19 14 8 -17 41 -64 -2 -6 -1 -16 -36 11 -49 -19
108. -67
26. N/A 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 65 57 9 15 29 47 -20 13 -14 28
109. -79 110. 111. 1 -53
112. -25 113. -37 114. N/A 115. -20 116. -32 117. 118. 119.
Emirates Islamic Bank 379 Boots 372 The Saudi Investment 368 Bank UPS Audi Orbit Showtime Network Hertz Oman Insurance Company Medgulf Thrifty HSBC AXA 364 363 358 337 321 315 313 277 266
-23 -2 1
71 12 -13 42 2 35
120. -14 121. 122. 123. -6 -18 -4
82. N/A 83. 84. -24 26
42.
Middle East Simplicity premium
Middle East Innovation and simplicity
For the top 10 innovations in other regions, contact us at simplicitypays@siegelgale.com
The top 10 innovations in the Middle East that simplify peoples lives:
Simplicity Index Middle East
6.5 % 5.86.4 % 5.4 %

more up to
and more
48
5.55.7 %
more
more
1
2 3 4 5 6 7 8 9 10
A portable charger for your phone thats the size of a credit card and fits in your wallet
A machine that works as both a washer and a dryer A tracker to place in luggage so that if it gets lost in transit you can find it with your smartphone Complimentary usage of tablets (e.g., iPad) in flight or in the terminal Boarding passes on your smartphone Price scanners located throughout the grocery store A smartphone that can survive being dropped in water A checkout system in your shopping cart that lets you scan items as you put them into your cart and check out automatically as you exit the store A smartphone app that allows you to compare prices of items when you scan them at a store Using your smartphone as a remote control
Shipping/Mail Travel/Car rental General insurance Travel/Air Travel/Booking Internet retail
Media Telecom/Cable Social media Travel/Train Restaurants Automotive Banks/Retail
Travel/Hotels Utilities Appliances Telecom/Cell phone Retail/General Fitness Retail/Fashion Retail/Grocery
Retail/Health and beauty Health insurance Internet search Electronics
India
India Industry ranking

INDUSTRY SCORE
India Simplicity Index

1. 2. 3. 4. 5. 6. 7. 8. 9.
Internet search Electronics Media Telecom/Cell phone Appliances Retail/General Internet retail Retail/Grocery Banks/Retail
950 733 682 669 642 628 623 599 594 590 588 578 561 543 538 536 529 513 510 505 499 481 398 285 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29.
0 8
Nokia Google Samsung The Times of India Philips Facebook McDonald's Sony Hero (Honda) Idea
987 972 950 876 863 852 841 839 834 823 818 816 808 806 802 802 791 789 783 781 778 777 772 771 768 766 762 761 761 760 759 757 756 754 746 744 744 742 741 735 735 729
43. 44.
-10 23
Lakme Bata Acer Levi's Godrej MakeMyTrip Tata Indicom Adidas ICICI Bank Pantaloons TVS Motors Yatra Cleartrip Croma Bank of Baroda Lifestyle eBay Bajaj Auto MSN HDFC Bank SUBWAY Snapdeal.com Bank of India Lee
726 725 719 717 713 713 710 710 705 705 701 700 696 695 690 690 679 678 673 672 671 670 666 666
85. 86.
-8 -22
DNA Jet Airways Futurebazaar.com Haier Spencers BlackBerry Oberoi Tata Power Orkut Ford Kingfisher Marriott LIC Air India HSBC Hyatt The Leela Virgin Mobile Travelocity Viveks UPS Holiday Inn Standard Chartered MINT DHL T24 Mobile NTPC ICICI Prudential Bajaj Allianz Groupon Oriental Insurance Avis Tata AIG General Insurance IFFCO Tokio General Insurance Hertz Birla Sun Life Max Bupa
587 586 584 581 577 570 569 565 558 557 546 543 542 533 526 523 518 505 493 492 491 490 484 484 483 482 471 436 431 428 412 364 345 332 314 306 284
2 31 18
45. N/A 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. -25 -17
87. N/A 88. 89. 90. 91. 11 -15
-2 8 -2
-41 33 -6
-27 5
92. N/A 93. 94. 95. 96. 97. 98. 99. -17 -22 -5
15 N/A 45
33 8 8
10. Telecom/Cable 11. Restaurants 12. Retail/Fashion Simplicity Index India 13. Social media 14. Utilities 15. Travel/Train 16. Travel/Booking 17. Travel/Air 18. Fitness 19. Automotive 20. Travel/Hotels 21. Shipping/Mail 22. Retail/Health and beauty 23. Travel/Car rental 24. General insurance 25. Health insurance
Apple Skype Vodafone Panasonic Food bazaar Domino's Big Bazaar Microsoft YouTube Reebok Tata Sky HP Canon Yahoo! Haldiram Reliance Mobile Lenovo LG Pizza Hut KFC Nike Maruti Suzuki airtel Tata Motors Tata DoCoMo Dell Videocon The Hindu State Bank of India Caf Coffee Day Toyota Himalaya Healthcare
42 3 20 N/A 64 -14 10 0 26 -12 -4 14 -22 28 32 N/A 22 -17
1 -14 -30 N/A -13 -30 34 -34 3
-1 -19 3 1
100. -30 101. 102. 103. -12 -17 -11
52
104. -64 105. -2
63. N/A 64. 65. 66. -32 10 -28
106. -20 107. -5
108. -25 109. -28 110. -17
67. N/A 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. -6 -22 -53 16 25 25 -22 -16 -37 2 -47 -54 -32 -13
Punjab National Bank 663 Onida Reliance Grocery Shoppers Stop LinkedIn Travelguru Barista Megamart ITC BSNL 658 658 656 656 652 648 645 641 637
111. N/A 112. 113. -6 -8
30. N/A 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 20 -19 -11 -23 -21 -28 6 35 -19
114. N/A 115. -7
116. N/A 117. 118. 119. -8 -7 -12
Godrej Nature's Basket 626 Peter England Volkswagen Expedia Westside Mahindra FedEx Taj 621 610 605 604 596 589 588
120. -32 121. N/A
17 28 0
-82 -34 -13
42
India Simplicity premium
India Innovation and simplicity
For simpler experiences, people would pay: 6.67.2 %

Simplicity Index India
The top 10 innovations in India that simplify peoples lives: 7.3 %

and more
66.5
up to more
more
%
54
5.9 %
more
1
2 3 4 5 6 7 8 9 10
A portable charger for your phone thats the size of a credit card and fits in your wallet
A machine that works as both a washer and a dryer Boarding passes on your smartphone A tracker to place in luggage so that if it gets lost in transit you can find it with your smartphone A checkout system in your shopping cart that lets you scan items as you put them into your cart and check out automatically as you exit the store A smartphone app that allows you to pay at stores An electric car that can drive long distances before needing to recharge A smartphone that can survive being dropped in water A smartphone app that allows people using different banks to exchange money directly from their bank accounts A car that parks itself
Travel/Booking Shipping/Mail Automotive Travel/Hotels
Travel/Train Travel/Air Appliances Telecom/Cable Banks/Retail Travel/Car rental Retail/Health and beauty Utilities
Media Telecom/Cell phone General insurance Restaurants Internet retail Retail/Fashion
Social media Electronics Health insurance Fitness Internet search Retail/General Retail/Grocery
China
China Industry ranking

INDUSTRY SCORE
China Simplicity Index

1. 2. 3. 4. 5. 6. 7. 8. 9.
Internet search Internet retail Electronics Appliances Retail/Grocery Retail/General Retail/Fashion Shipping/Mail Media
950 815 761 726 723 715 708 696 692 686 650 645 643 639 626 617 615 607 602 595 569 522 447 345 240
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19.
53 0 11 53 61
QQ Baidu S.F. Express KFC HI-24 Taobao WeChat
1027 940 922 921 866 849 847 831 826 826 824 822 821 820 815 808 799 798 796 793 791 787 785 785 782 781 780 774 769 767 765 765 764 763 760 758 756 755 754 752 751 750
43. 44. 45. 46. 47.
3 69
Haier HunanTV Nokia Google Ctrip Midea BYD Sina Weibo Starbucks H&M Adidas Watson's Carrefour PHtv eLong ChangHong Marriott Southern Weekend K-Touch Lenovo Samsung HTC Hexie Hao Mannings Douban Pizza Hut Sohu Skype Sephora Hilton GOME TCL Xiaomi Hisense GREE China Mobile MangoCity South Beauty Philips Volkswagen Sasa Geely
748 747 740 739 736 735 733 732 732 729 729 726 722 721 721 719 717 716 715 715 715 714 713 713 713 712 701 700 700 698 695 694 693 689 688 688 687 687 684 680 674 665
85. 86. 87. 88. 89. 90. 91. 92. 93.
-24 12
Baleno Motorola HP BlackBerry Shanghai Airlines Zuche.com UPS ZTE Chery QQ DHL Lefeng
665 661 658 652 649 643 643 641 641 640 640
-17 -40 -16
-69 -81 4
4 N/A 67
48. -40 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. 78. 79. 80. 81. 82. 83. 84. 58 -21
-5 -59 9
Yonghe King OPPO Meters/bonwe 7-Days Inn 361 Degrees Home Inns IKEA McDonald's 7-Eleven Li-Ning ANTA C&A t.QQ.com Konka HaiDiLaoHuoGuo Shentong Express RT-Mart Wumart Sina YOUKU Vancl Zkungfu Kaixin001 JD.com Qunar Tudou Motel 168 ZARA UNIQLO Walmart Nike Renren Giordano Suning Shijihualian
10 63 -6 33 -10 -13 49 -4 57 47 62
16 7 -13 33 55 39 5 -10 23 -45 41 -27 28 5 -21 -43 13 29 8 -10 -21 -25 19 34 -71 -6 -34 41 -53 40 -13 -4 -63 -57
-21
10. Restaurants 11. Travel/Hotels 12. Travel/Booking 13. Telecom/Cell phone 14. Social media Simplicity Index China 15. Travel/Air 16. Banks/Retail 17. Automotive 18. Fitness 19. Telecom/Cable 20. Travel/Train 21. Retail/Health and beauty 22. Travel/Car rental 23. Utilities 24. Health insurance 25. General insurance
94. -60 95. N/A 96. 97. -55 -42
China Merchants Bank 635 eHi Car Service Hainan Airlines China Unicom Tongrentang China Eastern Airlines China International Travel Service (CITS) CCTV Sony FAW HongQi Air China People's Daily Honda Toyota Apple BMW China Construction Bank Industrial and Commercial Bank of China (ICBC) Bank of China Agricultural Bank of China HSBC AIA Citibank 631 630 627 627 617 617
98. N/A 99. 100. 101. -11 11 2
102. -13 103. 104. -9
58
20. N/A 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 21 64 89 25 80 74 -6 5 8 66 N/A -2 43 -9 -11 22 77 -16 60 39 15 41
China Southern Airlines 613 611 607 598 597 595 594 581 574 571 565 553 539 532 529 509 496
13
105. -53 106. -16 107. -23 108. -55 109. -71 110. -74
111. -102 112. 113. 114. 115. 116. -73 -4
4 -11 6
117. -100 118. -3
119. -103 120. 121. 122. 123. 1 3 1
China Pacific Insurance 397 Ping An Insurance China Life Insurance People's Insurance Company of China 339 338 272
42.
China Simplicity premium
China Innovation and simplicity
The top 10 innovations in China that simplify peoples lives:
Simplicity Index China
5.15.7 4.55% 4.4 %

more up to more more
and more
5.8 %
60
1
2 3 4 5 6 7 8 9 10
Boarding passes on your smartphone
An electric car that can drive long distances before needing to recharge A checkout system in your shopping cart that lets you scan items as you put them into your cart and check out automatically as you exit the store A car that parks itself A machine that works as both a washer and a dryer A portable charger for your phone thats the size of a credit card and fits in your wallet Complimentary usage of tablets in ight or in the terminal A tracker to place in luggage so that if it gets lost in transit you can find it with your smartphone Large touchscreen/hologram tables in stores that give virtual demos of products A self-driving car
Media Telecom/Cable Banks/Retail
Appliances Shipping/Mail General insurance Utilities Retail/General Internet search Social media Internet retail Travel/Booking
Travel/Hotels Restaurants Telecom/Cell phone Health insurance Travel/Air Retail/Health and beauty Travel/Train Travel/Car rental Electronics
Automotive Fitness Retail/Fashion Retail/Grocery
Research methodology
To determine the global state of simplicity, Siegel+Gale fielded an online survey with over 10,000 respondents in 7 countries to gather perspectives on simplicity and how industries and brands make peoples lives simpler or more complex. During the study, respondents rated 525 brands. The brands were selected as a representative set that respondents would be most likely to know and/or use in each country.
Sample Set
Between May 3rd and July 2nd, 2013, Siegel+Gale used an online survey to poll:
Survey Topics
This years respondents answered questions about brand touchpoints within specific industries, the workplace and the relationship between simplicity and innovation, among other topics.
Brand Simplicity Score

Each country rated more than 100 brands. Siegel+Gale researchers used input from in-country offices and existing third-party research to select a representative set of brands that in-country respondents would be most likely to use or experience. We are unable to report on smaller, lesser-known brands for which we could not collect sufficient responses.
Industry Simplicity Score

Each country rated the following industries: Appliances, Automotive, Banks/Retail, Electronics, Fitness, General insurance, Health insurance, Internet/Search, Internet/ Retail, Media, Restaurants, Retail/Fashion, Retail/General, Retail/Grocery, Retail/Health and beauty, Shipping/Mail, Social media, Telecom/Cable, Telecom/Cell phone, Travel/Air, Travel/Booking, Travel/Car rental, Travel/Hotels, Travel/Train and Utilities.
Simplicity Index Conclusion 62
10,916 consumers in 7 countries:

United States 2,061 Germany 1,756 India 1,750 United Kingdom 1,803 Mainland China 1,782 UAE and Saudi Arabia
Respondents answered questions around:

How simple or complex they perceive their life to be How familiar they are with certain brands If they recently used these brands The simplicity/complexity of a brands communications
and interactions in relation to their industry peers
The score was calculated with the following inputs:

How each brand was rated on the simplicity/complexity of
its products, services, interactions and communications in relation to its industry peers. User/Non-user ratings were weighted to give more importance to the user experience and remove any possible bias for higher proportions of users for some of the brands were rated across respondents (the standard deviation of the ratings) privileging aligned perceptions (the difference between user and non-user ratings)
The score was calculated with the following inputs:

The industrys contribution to making life simpler
or more complex
The pain of typical interactions with companies/organizations

within the industry
How consistently the brand experience and communications How aligned non-user and user perceptions were,
1,764
How the industrys typical communications rank in terms of: -- Ease of understanding -- Transparency/Honesty -- Communicating that customer needs are being cared for/ -- Innovation/Freshness -- Usefulness
Making the customer feel valued and appreciated
The sample is representative of national demographic distributions in each country.
The Simplicity Score for the brands industry or category(ies)
Simple necessities
Consumer demand for a simplified brand experience is clear. So are the benefitsincreased profits, greater brand loyalty and more innovation. So how do you know if your brand is simple or not? And how do you begin? Take a look at the following 10 questions. The more you can check off with a definitive Yes, the closer you are to reaping the rewards of simplicity. Is senior leadership committed to providing a simpler customer experience? Do I know what our brands purpose is, and is it articulated in a simple, memorable and inspiring way?
Simplicity Index Conclusion
Do we have the tools in place to get everyone to consistently deliver on our brands purpose? Have we made it as simple as possible to innovate at our company? Is our brand focused on what drives preference within the market? Are our marketing messages in sync with the customer experience? Do customers share our view of who we are and what we want to be? Are our products and services clear and easy to navigate? Do we know the brand experiences where simplicity would be most appreciated and inspire greater brand loyalty? Do we have a simple road map for our customer journey? Still see a lot of complexity at your organization? We can help.
64
simplify
About Siegel+Gale
Acknowledgements
Siegel+Gale is the simplicity company.

Simplicity Index Conclusion 66
Unless noted, all images are made possible by Gettyimages Earth orbital image courtesy of NASA http://visibleearth.nasa.gov Taj Mahal Kate Zabinsky
We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear. Since 1969, global strategic branding firm Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and Beijing, but were willing to y just about anywhere. Were also not alone. As part of Diversied Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.
How simple is your brand? Use our Simplicity Meter to find out: siegelgale.com/SimplicityMeter
Contact us
Margaret Molloy Global Chief Marketing Officer Siegel+Gale 625 Avenue of the Americas New York, NY 10011 Engage with us:
#SimplicityPays 212.453.0400 simplicitypays@siegelgale.com For more insights on how simplicity drives business results, visit siegelgale.com/SimplicityPays2013
New York | Los Angeles | San Francisco | London | Beijing | Shanghai | Hamburg | Riyadh | Dubai
Siegel+Gale 2013

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Global Brand Simplicity Index 2013

Demonstrating the impact of simplicity on revenue, loyalty and innovation

Table of Contents 4 Highlights 14 About the Index

United States United Kingdom

Internet/Search Internet/Retail Media Restaurants Retail/Fashion

38 Germany 44 Middle East

50 India 56 China 62 Conclusion

Simplicity Index Highlights

Simple brands top major market indexes

Percentage of growth of index/portfolio since the beginning of 2009

+167% Simplicity Portfolio 150%

+83% SAP 100% +72% DOW +69% DAX

2013 through Aug 2nd

Simplicity Index Highlights

Simplicity by the numbers

Brands stand to gain more revenue through increased simplicity

Simplicity Index Highlights

Vibrating forks that make you lose weight

Innovations that fail the simple test

A credit-card sized portable phone charger

Innovation that contributes most to a simple life

Making innovation simpler

Simplicity Index Highlights

Achieving innovation in the workplace

Innovation the simple difference

Simple companies Complex companies % difference

I have a good understanding of my companys purpose

Im committed to my companys purpose

My immediate superior enables me to speak my mind

My workplace has an open floor plan

I have a good friend at work

Management has an open door policy

Simplicity Index Highlights

Movers and shakers

The simple and complex sides of low cost

Bing closes in on simplicity perennial Google

Simplicity Index About the Index

About the Index

Our fourth year examining the

state of simplicity around the world

A Brand Simplicity Score

An Industry Simplicity Score

Global Industry ranking

Global Simplicity Index

85. 86. 87. 88. 89. 90. 91. 92.

HSBC E.ON Avis Citibank Hertz Allianz AXA

490 487 480 456 447 324 277 265

*Change from previous year; N/A: Not applicable

-4 0 30 27 9 13 4 -2 -34 -7 -2 -21 4 14 20 -11 20 9 -18 -7 0 0 -16 -34 1

Global Top 10 brands

Global Bottom 10 brands

Global Industry comparison

Global Simplicity premium

a score of 701 or more

400 & less

For simpler experiences, people would pay:

5.4 % 4.85.3 % 4.4 %

Banks/Retail Shipping/Mail General insurance Utilities Media Telecom/Cable

Retail/Grocery Electronics Retail/Fashion Fitness

United States Industry ranking

United States Simplicity Index

1. 2. 3. 4. 5. Simplicity Index United States 6. 7. 8. 9.

T-Mobile CNN Microsoft MSNBC Chase